Why Most Salespages Fail
The majority of salespages written by copywriters are unprofitable, especially in the "budget" range.
Why? If the truth be told, it is not entirely the copywriters fault. The problem comes from several fundamental flaws:
*Not fully understanding the principles they have been taught
*Failure to effectively apply what they learned
*Lack of mentorship
*Poor products
*Poor traffic quality
Im going to dissect for you exactly why salespages fail, from both a copywriting and marketing standpoint - and what to do about it.
Myth #1 - If you have a good salespage it is like a cash machine. The truth is almost no one can make a good sales page without first having a good product to sell. The reason is because in copywriting we do not lie, we are limited to what merits the product has.
A copywriters job is to uncover the most appealing aspects of a product, and then persuade the prospect to grasp those advantages. It is very difficult to do this if the product simply sucks.
Most people have been taught to believe that with good marketing, product quality is irrelevant. They're incorrect, in the words of Rosser Reeves, David Ogilvy, and Gary Bencivenga, each of which has repeated this statement in print...
"A gifted product is mightier than a gifted pen"
So the first step in solving the "sales page no conversion" problem is... to begin with an outstanding product. Unless the copywriter is ready to commit fraud he cannot do much with a poor product.
By beginning with a good product, you solve the majority of the problems facing copywriters who are trying to sell your product.
Myth #2 - Salespages will convert for all types of traffic. The second root cause of no conversions is poor traffic. Even a weak salespage written by an amateur can convert, if only weakly, when the traffic quality is high enough.
Many people attempt to get "easy money" traffic sources that require little work, only to be surprised that these traffic sources do not normally convert to sales.
Myth #3 - This third myth is that many copywriters misinterpret the proper execution of the principles they have studied. Indeed, if they were able to perfectly execute the advice of John Caples, David Ogilvy, John Carlton or any of the other copywriters studied - they would be most effective in producing strong sales letters.
The problem is first of all most people do not truly understand what it is they are learning. They misinterpret the books and it takes many years of practice before they realize that they always knew how to write salescopy properly - they just weren't doing it.
One common example is benefits. Many people misinterpret the use of benefits, which leads to overhyped, unbelievable salescopy which does not sell. Another is a misinterpretation of the use of proof. People assume that simply by putting up testimonials that their prospects will believe whatever they are told.
Copywriting is not in itself a difficult endeavor. Its simply that there is so much misinformation and such a lack of understanding.
This is true persuasion. When you have something that someone else wants, and you can contact that person - its really quite easy to bridge the gap between the two.
The issue arises when...
A. Most people do not sell what people want, they sell crappy little ebooks that do almost nothing for the reader
B. The claims are unbelivable
Quite simply, the number one reason nobody buys your product is because they dont want what you are selling
The second reason why they dont buy your product is because they dont believe you are telling them the truth
And the third reason why they dont buy your product is because they cant afford it.
So the first thing you must do is sell a product which people actually want. One that they would buy without a salesletter - if they were to flip through it in a bookstore, would they find the information so valuable that they would purchase it and take it home with them?
Next, it is to make honest claims of what your product will actually do for your reader, instead of downright lies.
The third, is to price your product accordingly by your marketing strategy.
If you sell something people actually want, if they believe you will deliver what they want, and if it is a good offer, they will buy. Purchasing is something which occurs everyday of the week. However, people are not stupid, they buy based off of value and the reason most people fail is they try to get without giving.
If you notice the most successful internet marketers - one common trait is their products are of far higher quality than the typical internet marketing product.
If you look at the people you buy from, they probably have far better products than the average internet marketer.
Salesmanship is simple, dont make it complicated.
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bezzerbrown -
Thanks
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